Term
| What are the 2 major views in consumer behavior? |
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Definition
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Term
| The Rationalist view argues... |
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Definition
| that consumers are rational, preferences are stable, discount persuasive messages |
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Term
| The Affective view argues... |
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Definition
| that behavior is automatic, consumers are easily influenced by marketers, choices change with contect, emotions/moods affect decision making |
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Term
| What are the 3 stages of the perceptual process? |
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Definition
Exposure
Attention
Interpretation |
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Term
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Definition
P - IGAKE
Place, Price, Product, Promotion
Individual differences
Goal
Actual stimulus
Knowledge
Expectations
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Term
| What are the 2 ways of perceptual processing? |
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Definition
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Term
| Bottom-up processing involves... |
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Definition
unknown brands.
Order:
Senses --> Attention --> Interpretation |
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Term
| Top-down processing involves... |
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Definition
known brands.
Order:
Brain (brand image) --> Senses --> Attention --> Reinterpretation |
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Term
| What do perceptual maps tell us? |
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Definition
How brands are perceived in the market
What is desired
Where there is a need
Prediction models for potentially new products |
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Term
| What does a perceptual map tell you in a market? |
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Definition
Who is the competition
What segments are being served
Where market share can be gained
What markets would react positively to a new product |
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Term
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Definition
| the minimum amount of stimulation needed for the stimulus to be perceived |
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Term
| Differential Exposure is... |
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Definition
| The intensity difference needed between two stimuli before people can perceive them as different |
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Term
| In exposure, Weber's Law states... |
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Definition
| the stronger the initial stimulus, the greater its change must be for the change to be noticed. |
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Term
| What are the 3 Gestalt principles? |
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Definition
Closure
Similarity
Figure-Ground |
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Term
| The Gestalt Closure principle relates to humans'... |
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Definition
tendencies to complete patterns with missing elemnts, encourages audience particpation
ex/ ad with headlines with missing letters, but you can still read it |
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Term
| The Gestalt Similarity principle relates to... |
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Definition
grouping on the basis of similar characteristics, beneficial for brand extensions
i.e. Febreeze |
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Term
| The Gestalt Figure-Ground principle relates to... |
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Definition
| how the eye is drawn to the central figure, important in advertising |
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Term
| Subliminal perception is.... |
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Definition
| information processed below the level of consumer awareness |
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Term
| The two views in Learning/Memory are... |
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Definition
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Term
The behavioral view argues for 3 types of conditional
They are... |
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Definition
Classical Conditioning
Operant Conditioning
Instrumental Conditioning |
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Term
| Classical Conditioning refers to... |
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Definition
STIMULUS GENERALIZATION:
when conditioned stimulus being associated with something else.
ex/ "off-brands" using similar packaging to produce same stimulus associated with original brand. i.e. Eggo waffle vs. Krusteaz waffle |
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Term
| Instrumental Conditioning refers to... |
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Definition
associating behavior with consequences.
We do things that are awarded, and avoid things that are punished. |
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Term
| Operant Conditioning refers to... |
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Definition
Positive reinforcement
Negative reinforcement
Punishment |
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Term
| Operant Conditioning uses reinforcement schedules. these can be... |
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Definition
continuous
intermittent
fixed interval
variable interval
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Term
| Cognitive view in Learning/Memory involves 3 memory processes: |
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Definition
Encoding
Storage
Retreival |
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Term
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Definition
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Term
| Types of Long Term Memory: |
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Definition
Explicit: Facts/Events
Implicit: Knowing how to do something
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Term
Explicit Memory:
Episodic vs. Semantic |
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Definition
Episodice: Experiences
Semantic: Facts/Knowledge |
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Term
| Natural categories are _______, whereas Constructed categories are ________. |
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Definition
general, ad-hoc
i.e. Natural: Birds, Vehicles
Constructed: Items needed for a camping trip |
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Term
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Definition
Chunking
Rehearsal
Elaboration
Recirculation |
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Term
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Definition
Drive vs. Expectancy
Drive: focus on biological needs
Expectancy: focus on cognitive factors, acheiving desired outcomes |
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Term
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Definition
Approach, Approach (+, +)
Approach, Avoidance (+, -)
Avoidance, Avoidance (-, -) |
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Term
| How do you reduce cognitive dissonance? |
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Definition
| We make ourselves feel better about the situation, we do what we can to eliminate the inconsitency by changing something |
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Term
| What are the 4 types of involvement? |
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Definition
Enduring: long-term
Cognitive: learning stage
Situational: caused by circumstances
Affective: active, willing to seek out |
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Term
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Definition
SAEBSP
Self-Actualization
Ego
Belongingness
Safety
Physiological |
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Term
| High-Effort Information Processing |
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Definition
| When motivation to acheive a goal is high, consumers are more likely to pay more attention/spend more time/elaboarte more/remember more/etc. |
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